Morrisons pokes fun at the irony of its More Card loyalty scheme to highlight that it actually means customers spend less, as it shows off its refreshed brand platform and visual identity.
Created by the retailer’s agency-of-record Leo Burnett, two 30-second films shows confused customers glancing around at the More Card signs displayed across their local Morrisons stores before they slowly realise they’ve bagged a host of deals and triumphantly scan their More cards.
Leo Burnett UK creative director Kimberley Gill added: “Loyalty is a busy and noisy space. So, we wanted to celebrate the More Card in an entertaining and ownable way.”
Leo Burnett UK creative director Kimberley Gill added: “Loyalty is a busy and noisy space. So, we wanted to celebrate the More Card in an entertaining and ownable way.”
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“With a good dollop of storytelling, plenty of interactive challenges, and finished off with our More Card Merch Man.”
Alongside the films, the campaign spans television, print, digital, out-of-home, social and a radio partnership with Bauer Media, with media planning and buying carried out by Wavemaker UK.
Further social and creative spots also include the ‘Trolley v Trolley’ competition where customers will race against the clock to list as many discounted products as possible.
The challenge will also be expanded on in store as customers are pitted against eachother in a head-to-head battle.
It comes after Leo Burnett expanded its remit for the Morrisons account in June to include social within its creative remit. Media planning was carried out by Wavemaker UK.
“The ‘More Card’ loyalty scheme is at the heart of our commitment to offering unbeatable value to our customers,” said Morrisons CEO Rami Batiéh.
“With the ‘Pay Less with More Card’ campaign, we’re not just highlighting the incredible savings available but also making it fun and engaging for our customers to discover all the benefits of being a More Card member.”